Who raps in the megaphone commercial? How to use rap in advertising without getting dissed. Oxxxymiron reads a poem about the empire

Cigarettes B.O.Y. no one will remember now, singer Lika MS has been living in Italy for a long time, occasionally breaking the silence with posts on Facebook. The Kar-Man group was luckier: young Russians rediscovered it thanks to the TV series “Fizruk”. But in the early 90s, this is how the country’s most hype artists looked (and rapped).

Isa disses schoolchildren

Many years before dissing her ex-husband, Isa dissed the boys from the yard. In this video she is 14 years old. And the rap in it is Sir-J from D.O.B. Does he know that in this way he practically cheated on Aiza?

Decl calls to look for the prize under the lid

Years later, Decl publicly repented of his appearance in advertising (“I threw poison to the children!”) and insisted that in the last years of his contract he gave out not harmful cola at concerts, but healthy Aqua-Mineral. But the lines “Pepsi, pager, MTV” can no longer be erased from people’s memory.

Cooper raps about goodness (and beer)

Now Bad Balance member Cooper seems to be more of an anti-alcohol advertisement (see his interview in the St. Petersburg courtyard, during which he drinks vodka and by the end has difficulty connecting words). But in 2005, his advertisement for Sokol beer did not yet seem like a dark joke. “Sokol” had several versions of advertisements, in one of them read Zvonky(Rhythm-U, Tree of Life).

Dunya walks around the city, and everyone is happy to see him

Dunya is a certified actor - he came into the “Let's Get Married” program and forced the audience guess the word “Box” in a scam quiz, for which he was later trolled at the battle. In the video of the Eldorado store, he basically does nothing, just walks around Moscow and smiles.

D.masta battles Hamil

“Student Gibbon, how are preparations for the seminar going?” - the professor asks in Hamil’s voice. Student D.masta replies that instant noodles help him in his preparation. To summarize, we see a short rap battle on the screen. And this is two years before Versus appeared.

Dzhigan beats Tupac

Dzhigan comes to Megafon, they recognize him, say that he is cooler than Tupac, and he asks to pick up a gift for the girl. A couple of weeks after this video appeared on the Internet, representatives of Megafon began writing to users who uploaded the video and asking them to delete it. According to them, the video was intended for internal use. We understand them - it is clear that all participants in the shooting were extremely embarrassed.

L'One feeds everyone chicken

“MC KFC,” the artist of the Black Star label was jokingly called after he wrote the anthem for the KFC football tournament, and his personalized “battle basketball” began to be sold in the restaurant itself. It also included “bites” (pieces of breaded fried chicken) - and this also became an inexhaustible source of jokes.

Xzibit pumps up Khrushchev

After Klinskoye was successfully integrated into the Versus battle (where Dunya spoke against the beer mascot, Koresh), the beer brand went even further and invited the hero of memes about car tuning into its advertising. It’s a pity that it’s not Xzibit who raps here, but the same Koresh.

Timati and Leps are not flying to London because the sausage there is tasteless

Bend your fingers: Timati advertised youth magazine(a long time ago, back when I was friends with Decl), phones , residential complex “Zilart”. And this is not counting advertising on his Instagram and integrations in clips. In this advertisement, contrary to the message, he his big hit, does not fly to the British capital. And all because of the sausage.

Timati kills all germs in the throat

Timati’s most famous advertisement is a commercial for the drug “Tantum Verde Forte” released at the end of 2016. He himself ironically called the song “the main song of his career” and even performed at a concert at the Olimpiysky.

Big Russian Boss drives around Burger King on a Segway

Burger King, known for its bully marketing, featured a rapper/blogger known for its bully lyrics in the ad. The target audience appreciated: the videos “Big Russian Boss got a lot of money at Burger King” and “Big Russian Boss found a girlfriend at Burger King” collect millions of views on YouTube.

Oxxxymiron reads a poem about the empire

Thus, Miron announces his joint collection with Reebok. For fans who have been bored without new songs for more than a year and are happy even with demo tracks written overnight, this is almost like a new video.

Dzharakhov teaches Druzhko how to become a rapper

Dizaster encourages everyone to be kinder

Hypocritical foreign battle rappers come to us in beer advertising. The finale of the Klinsky hype company, which in 2017 featured Olga Seryabkina, the Khleb and Khovansky group in its videos, was the appearance in an advertisement of the main American battler Disaster, who had fought with Oxxxymiron a couple of days before.

Vitya AK learns new ways to raise money

“Hit of the year,” the title of the YouTube video promises us. Everyone who watches TV series on the Internet has seen the screensaver with Vitya AK: it appears as a pre-roll before each new episode. The phrases “The game has begun”, “The car hit the line”, “I pulled the rope and the macaque caught the banana” became memes on social networks. An excellent example of viral marketing and, it seems, Viti’s main track over the past five years.

Yuri Dud interviews rapper Slava CPSU

If you do something interesting, the audience will find and share the content.

In fact, we had more than just YouTube. The campaign runs across different channels. In general, it is aimed at an audience aged 21 to 34 years. TV advertising caters to older people, online advertising caters to younger people.

In general, we formulated the task as follows: to come up with a project that would surpass last year’s Klinsky campaign in scope.” Crazy parties", which featured Snoop Dogg, and a 2015 campaign in which Xzibit "pumped" Khrushchev buildings.

Why rap?

Here, too, everything is obvious. Rap is still the main topic of Russian YouTube. It became wildly popular because “it’s simple, everyone can turn on the beat and read,” as Slava CPSU (aka Gnoyny) said in interview“VDud” has sunk.

In the top 5 most popular videos of 2016 on YouTube, three videos are rap, the other two are cartoons.

The rap battle between video bloggers Larin and Yuri Khovansky was the second most viewed in 2016 among Russian videos on YouTube. Only “Masha and the Bear” is higher

You might have missed it parody“Evening Urgant” on the Pharaoh video “Wildly, for example.” Perhaps you haven't seen how Maxim Galkin quotes Purulent, fighting with Basta on Channel One.

But you definitely should have seen articles in the largest media about battles between Oxxxymiron and the same Gnoyny and the American Dizaster.

New stars like Face, T-Fest, Bumble Beezy, Obladaet, ATL, LSP and Thomas Mraz are standing strong. Popular video bloggers also started rapping: Larin, Khovansky, Dzharakhov, Ivangay, Sobolev.

Idea

Having noticed that there are even more bloggers in YouTube rap than rappers, we wanted to play up the conflict between these two groups. But working with a very large company requires such a volume of approvals that we did not have time to put the idea into action.

Video blogger and rapper Eldar Dzharakhov was ahead of us by releasing the now famous video “Blockers,” dedicated precisely to the confrontation between bloggers and rappers.

Dzharakhov - “Blockers”

We assembled a gang of already experienced rappers (the group “Khleb”, Eldar Dzharakhov, Ilyich (Ilya Prusikin) and Big Russian Boss) and just very popular guys who have never read rap (Danila Poperechny, Yuri Muzychenko, Guram from Rakamakafo, Sergey Druzhko and Olga Seryabkina from the group Serebro, which is popular on YouTube with the solo project Molly).

The idea that we proposed to the customer was that the Klinskoye brand supports friendly parties, so our goal is to prove that you can do anything with friends. For example, it’s cool to rap even though you’ve never done it before.

Video by Poperechny and the group “Bread”

Participants

We selected the participants in the five clips according to the following criteria:

They should be popular with our audience (men under 30 years old). To do this, we conducted research and carefully studied the socio-demographic characteristics of each participant’s channels.

They should be friends or at least sympathize with each other, because our entire campaign is about friendship, and the slightest insincerity on the Internet is immediately visible. For example, we couldn’t invite Yuri Khovansky to the video with Poperechny, although he makes a cool rap. Everyone on YouTube knows that these two are bitter enemies and constantly record diss songs against each other.

It’s interesting that the participation of Sergei Druzhko was at first in question, because we wanted to make a project only about friends from real life, but research showed that Druzhko’s popularity in Russia is comparable to Snoop Dogg. It was stupid to refuse a person with such a resource.

Implementation

When you create that much content, you have to do everything at once. While one clip is in script development, a track is already being written for another, and the third is being completed in editing.

It would be great, of course, if only one person wrote the scripts, but they are written by everyone: copywriters at the Most Creative CLub and Zebra Hero agencies, the director, bloggers before filming and right on the set. Then the script is agreed upon by all participants: agencies, client, director, bloggers and their managers.

Each blogger’s channel is a full-fledged media platform. Everyone has their own rules - just like the director, the client and us. You need to write one working script that will suit everyone. Not the easiest task.

For example, the hero of Danila Poperechny had to think that he was living in advertising, and for a very long time we grounded Dani’s space fantasy on brand realities. He wanted to implement the idea in a more surreal way: as if all the people on Earth were actors in the video, and the Earth itself was a flat beer cap.

While serving the interests of the brand, we cannot offend anyone or speak on a provocative topic. This is a serious limitation. Rap is scandalous content. Many YouTube rappers promoted themselves precisely through mutual insults and disses.

Clip by Sergei Druzhko and Eldar Dzharakhov

Difficulties

In each clip, we had to link the interests of three parties - the brand and the two heroes. That is, we did not have one client, as is usually the case, but three.

For example, the Big Russian Boss character is a tough, daring, brutal rapper who swears, breaks taboos, puts everyone in awkward situations and dominates. And Olga Seryabkina is a fashionable, stylish and pleasant girl who can laugh at herself a little, but not too much.

We went through about 30 ideas for a joint video until we found a format that would satisfy both heroes.

The use of music, in particular songs, in advertising is a very common phenomenon and, as research shows, quite successful. From short jingles to full-length musical compositions, from classical music to rap, advertisers and creators have long been convinced of the positive impact of music on product promotion, so they constantly resort to this simple trick.

Sostav discussed with experts the influence of music on potential buyers of advertised products.

At a time when almost any product has a wide range, advertisers and advertising agencies use every opportunity to attract the buyer’s attention to their product. In order to use all possible communication channels, they pay great attention to the audio series, which now uses not only simple “background” melodies, but also popular tracks.

The use of music as a marketing tool is not original, and the reasons for this attraction of brands to music are obvious. It not only completes the entire composition of the video, but also unobtrusively binds the potential client to itself. Advertising creators are betting on instant recall and establishing a strong connection between the track and the brand. The main thing here is that the song’s own content does not interfere with understanding the advertising message.

The goal of any advertising is to quietly influence our future decisions and firmly fix information in our heads, and in what way - the details. Why not musical? After all, for example, it is precisely thanks to the “jamming” four lines sung to the recognizable tune of “Lilies of the Valley” that every person, going up to the food court, will remember that nuggets at Burger King cost only 69 rubles.

Cellular operators often resort to using folk hits in their advertising. Valery Kipelov’s hit song “I’m free”, which was already used several times in advertising (for example, in 2015 at OZON), just recently thundered again (or rather, three times - in a series of three videos), now in a new large-scale campaign from MegaFon.

Beeline took advantage of another “imperishable” song in one of its latest advertising campaigns, singing about five gigs to the tune of the legendary song “Five Minutes.”

The most popular song I’d do anything for love, released by Meat Loaf back in 1993, gained fame in Russia not through the music charts. From the first notes, the Russian text will be sung (unwittingly) by those who have at least once seen Red’s ballad from M&M’s on TV.

By the way, the creators working with the M&M's brand can safely be called people knowledgeable in music. After all, everyone remembers the melodic beginning of the classic New Year's video “They are real,” but the fact that the author of this music is Tchaikovsky, and the composition itself is the dance of the Sugar Plum Fairy from The Nutcracker, few people know.

The Rosneft campaign also considered adding classical music to its video an excellent move. Thanks to her, the audience not only learned that the engine sings, but also that it sings Bach.

Speaking about the more modern sound of an advertising message, it is necessary to remember the most popular musical genre today - rap. Having heard advertising in this style, it is easy to understand its target audience - young people, whom brands have recently called with the fashionable word - “trend setters” and strive to please them even in the musical accompaniment of videos.

Through rap, Dmitry Nagiyev talks about a gift from MTS...

...Beeline also turns to the same style in its campaign against the “dim screen” with the rapper Scrooge...

... Well, and of course, the main rapper of the country, Timati, rapping about the benefits of “Tantum Verde Forte,” drove a huge number of viewers crazy.

Brands' embrace of music inevitably leads to the inclusion of celebrities in advertising campaigns, who not only perform the song, but also serve as an important tool in building consumer trust in the brand and product.

Popular artists become the faces of the videos: to the stars of TNT, Timati, Nagiyev and Scrooge, we boldly add Monatik, Elka and Burito from MegaFon campaigns.

Fans of artists play videos repeatedly, at a minimum, ensuring the promotion of content in digital.

One of the leaders was a video from MegaFon with snowmen, which uses a musical reference to the famous song “Or maybe a crow.”

It is worth noting that the performers themselves often extend the life of advertising songs by recording their full versions and performing them at their concerts - this is exactly what happened in the case of Timati and Yolka & Burito, who added a verse to their advertising jingles.

Sometimes the musical screensaver even begins to live separately from the advertising video. For example, the musical accompaniment of the advertisement “The Internet is where you are,” written by composer Oleg Karpachev, was to the taste of users - after the release of the video, a flurry of questions about the music poured in online, and now several remixes have even been made for this track.